by the judge there, richard herman. >> extremely bold. the judge wrote a scathing -- judge kessler wrote a scathing decision about how the tobacco companies of big tobacco defrauded united states citizens. what she's doing is calling them out. she's saying, listen, you now have to tell the public the truth. you have to say yes, we lied to you. yes, for instance, low tar cigarettes or light cigarettes, there's no benefit to that. that is just one instance. the judge is making them put the corrective measures in advertising campaigns and in some instances on cigarettes themselves. will it work? will it do anything? the people that smoke, deb, i don't know if it's going to turn them away or not. >> sure it will. >> it's a bold move. >> let me ask you. this is fascinating. and you and i were talking about this. they've got to put a lot of information, including that smoking kills, that it sort of changes how the brain works. there are a lot of points that they're going to have to convey basically saying, look, we know. it's not good for you. buy it anyway. >> that's right. that's right. i do